Effects of e-CRM on customer–bank relationship quality and outcomes: The case of Thailand

This research examines and measures the outcomes of electronic customer relationship management (e-CRM) system implementation in the Thai banking industry from customers' perspectives. Because most e-CRM implementations cannot be directly seen or recognised by customers, a literature review and interviews with experts in the Thai banking industry were used to develop a new construct called ‘customer-based service attributes’ to measure e-CRM outcomes from customers' perspectives. A full-scale field survey of 684 customers of Thai commercial banks was then conducted. A service attribute model and a model that combined relationship quality and outcome were constructed, and their validity and reliability was confirmed. Analysis of the results by using structural equation modelling (SEM) illustrated that e-CRM implementation has a statistically significant positive relationship with customer-based service attributes and with the quality and outcome of customer–bank relationships as well as an indirect effect on relationship quality and outcome through customer-based service attributes.